Josh Itzoe was a successful Retirement Plan Advisor, but a fire grew inside him to do something more. He courageously started a new technology company for Advisors called Fiduciary Wor(k)s. Risking his cushy job and a consistent paycheck for a chance at entrepreneurship and building something bigger, something more impactful. Through hard work and tireless efforts, he had succeeded, the solutions he created were phenomenal and poised for big success. He would now need a new logo, one that matched the courage and inspiration of his efforts.
inspiration
Josh had big plans for Fiduciary Wor(k)s, it was more than just technology. He wanted to give Advisors the ability to take their business to the next level, the logo should show this level-up ability. He wanted to build a community of Advisors working together to make a difference, the logo would need to represent this community. Blending professionalism with something inspirational was the task.
brand identity
Modern and abstract logo representing Josh’s fearlessness and commitment to this new company
The icon represents the initial of the company, but also the fire where a tribe might sit around and collaborate. It shows the inspiration to evolve, guiding in an upward direction.
Definition of the color palette and fonts, including the right hue of blue and a sans serif typeface that is professional and modern, with a splash of playfulness
Logo adaptation for three projects with the same brand guidelines